Abstract
A leading manufacturer of refrigerators is planning to introduce a new product -- an air conditioner. A study is commissioned to understand the target consumers' buying behaviour. The marketing manager, aided by the findings and recommendations of the research group, needs to devise a promotional strategy. The case provides an opportunity for analyzing and using buyer behavior in marketing decisions.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0184 |
| Title | ABC Corporation |
| Pages | 17 |
| Published on | Jan 1, 1978 |
| Authors | Bhandari, Labdhi R; |
| Area | Marketing (MAR) |
| Discipline | Organizational Behaviour, Strategic Management |
| Sector | Manufacturing |
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